Marketing and Strategy Analysis of Inclusive Clothing

Qisen Chen ()
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Qisen Chen: Anhui Polytechnic University

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 252-259 from Springer

Abstract: Abstract In today’s society, the popularity of small-size clothing has brought “body shame” and “body anxiety” for most women. This also makes most women lose themselves and develop in an unhealthy direction. The emergence of inclusive clothing has alleviated women’s anxiety, brought confidence to women, and promoted the progress of the times, allowing everyone to have a variety of possibilities and their own beauty, as well as diversifying the aesthetics of society. And with the globalization of the epidemic, the prevalence of working from home has made everyone pay more attention to the comfort and practicality of clothing. This paper analyzes the market value, consumer groups and marketing strategies of inclusive clothing by combining real-life cases, and concludes that inclusive clothing has a large consumer group, a lengthy market prospect, and the clothing concept can resonate with consumers, and has a high market value in terms of social attention. The trend of inclusive clothing is not obvious now, but the market has a lot of room for improvement. I believe that in a few years, inclusive clothing will be a big hit.

Keywords: Inclusive clothing; Female figure; Marketing strategy (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_31

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DOI: 10.2991/978-94-6463-246-0_31

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